Veltins-Arena (Germany) – \u20ac6 million<\/li>\n<\/ol>\nThe 5 Biggest Naming Rights Deals<\/h2>\n1. BayArena, Bayer Leverkusen (\u20ac30 million a year)<\/h3>\n
The biggest deal in football is also the most unusual. Pharmaceutical giant Bayer pays around \u20ac30 million a year to have its name on Bayer Leverkusen’s home, but the company founded the club back in 1904 and remains its owner. The arrangement is as much internal investment as sponsorship, which is why no external deal anywhere in football comes close to matching it.<\/p>\n
2. Spotify Camp Nou, Barcelona (\u20ac20 million a year)<\/h3>\n
When Barcelona announced in 2022 that the most famous stadium in Spain would carry the name of a music streaming service, it marked a turning point for naming rights in Europe. The stadium element is worth around \u20ac20 million a season and forms part of a wider partnership that also puts Spotify on the front of the shirt. With the redeveloped Camp Nou set to hold over 100,000 spectators, the Swedish brand has bought itself an enormous shop window.<\/p>\n
3. Etihad Stadium, Manchester City (\u20ac18 million a year)<\/h3>\n
Manchester City’s ground has carried the Etihad name since 2011 as part of a wider agreement with the Abu Dhabi airline that also covers the club’s shirt and the surrounding Etihad Campus. The stadium portion is valued at roughly \u20ac18 million a year, making it comfortably the largest naming rights deal in English football and one of the longest running in the Premier League.<\/p>\n
4. Allianz Arena, Bayern Munich (\u20ac13 million a year)<\/h3>\n
The insurance company Allianz has become the most prolific stadium sponsor in world sport, with its name on grounds in Munich, Turin, Sydney and London among others. The original and biggest is Bayern Munich’s home, which has carried the Allianz name since it opened in 2005 under a 30-year agreement worth around \u20ac13 million a season. The stadium’s glowing red exterior has made it one of the most recognisable venues in the game.<\/p>\n
5. Hill Dickinson Stadium, Everton (\u20ac12 million a year)<\/h3>\n
The newest entry in the top five. Everton’s \u00a3750 million stadium at Bramley-Moore Dock opened for the 2025-26 season carrying the name of Hill Dickinson, a commercial law firm founded in Liverpool in 1810. The deal is reported to be worth around \u20ac12 million a year over a decade, which would make it one of the largest naming rights agreements in Europe. It is a remarkable outlay for a law firm, a sector that had never previously entered the stadium sponsorship market at this level.<\/p>\n","protected":false},"excerpt":{"rendered":"
In the footballing world, money has become extremely important, with players moving for hundreds of millions. However, stadium naming rights have become increasingly important as one of the sport\u2019s biggest commercial revenue streams. Once largely associated with American sports, naming rights are now very common throughout Europe\u2019s biggest leagues as clubs look for new ways […]<\/p>\n","protected":false},"author":16,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_breakdance_hide_in_design_set":false,"_breakdance_tags":"","footnotes":""},"categories":[11228],"tags":[],"yst_prominent_words":[],"class_list":["post-9886","post","type-post","status-publish","format-standard","hentry","category-case-studies"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.oddsmonkey.com\/blog\/wp-json\/wp\/v2\/posts\/9886","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.oddsmonkey.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.oddsmonkey.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.oddsmonkey.com\/blog\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/www.oddsmonkey.com\/blog\/wp-json\/wp\/v2\/comments?post=9886"}],"version-history":[{"count":2,"href":"https:\/\/www.oddsmonkey.com\/blog\/wp-json\/wp\/v2\/posts\/9886\/revisions"}],"predecessor-version":[{"id":9910,"href":"https:\/\/www.oddsmonkey.com\/blog\/wp-json\/wp\/v2\/posts\/9886\/revisions\/9910"}],"wp:attachment":[{"href":"https:\/\/www.oddsmonkey.com\/blog\/wp-json\/wp\/v2\/media?parent=9886"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.oddsmonkey.com\/blog\/wp-json\/wp\/v2\/categories?post=9886"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.oddsmonkey.com\/blog\/wp-json\/wp\/v2\/tags?post=9886"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/www.oddsmonkey.com\/blog\/wp-json\/wp\/v2\/yst_prominent_words?post=9886"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}